An Analysis of Factors Influencing the Choice of Georgian Higher Education Institutions by International Students

Abstract

This paper examines the factors influencing international students' choice of higher education institutions in Georgia, as well as their experiences and levels of satisfaction. The theoretical framework for the study integrates the Push-Pull model, the Theory of Planned Behavior (TPB), and Human Capital Theory. A quantitative approach was employed via an online survey using a structured questionnaire (based on a 5-point Likert scale). The study involved 390 international students who were enrolled in 21 Georgian universities during the 2025–2026 academic year. It evaluated the country's overall attractiveness, along with institutional, academic, social, economic, marketing, and personal factors. The findings indicate that Georgia is perceived as a safe (M=3.95) and financially affordable country. Institutional attractiveness, the quality of academic programs (M=3.93), and the consideration of career and personal goals when selecting a university received particularly high ratings. The majority of students make their choices deliberately, linking them to career success (M=4.14). Among information sources, digital channels (M=3.68) and the experiences of current students or graduates (M=3.58) proved to be the most influential. The lowest scores were recorded for financial support (M=1.97) and the role of recruitment agencies (M=2.06). Student satisfaction (M=3.58) is positive and is directly linked to the provision of positive recommendations and word-of-mouth (WOM) behavior. However, responses regarding social integration, the perception of discrimination (M=3.05), and the preservation of religious identity (M=2.99) are mixed. The study’s findings indicate that attracting international students is a complex process. Georgia’s competitive advantages—safety, financial affordability, quality of education, and career prospects—must be utilized effectively. It is recommended to implement a unified International Student Experience Model, as well as to strengthen digital marketing, scholarships/financial support, and mechanisms for socio-cultural integration.